Green marketing and the SDGs: emerging market perspective

Green marketing and the SDGs__emerging market perspective.pdf

Dublin Core

Title

Green marketing and the SDGs: emerging market perspective

Creator

George Kofi Amoako, Robert Kwame Dzogbenuku, Joshua Doe, Geoffrey Kwasi Adjaison

Description

Purpose
The purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa.
Design/methodology/approach
A positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. A total of 780 questionnaires were handed out. Out of this number, a total of 650 were returned. However, due to missing values, 622 valid responses were used for analysis. Of the valid responses, 306 (about 49.23%) were males while 316 were females, representing about 50.8%. Structural equation modelling was used to analyse data and investigate the relationship amongst advertising, packaging, pricing, green marketing …

Publisher

Emerald Publishing Limited

Date

2022

Source

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&citation_for_view=hXmr_bYAAAAJ:hEXC_dOfxuUC

Language

English